How Pipedrive Thinks About SEO, Content, and Growth
Most B2B companies face the same challenge.
They know they have a great product.
But getting people to actually try it is the hard part.
In this Zero Calorie Marketing episode, Will, Head of SEO Content at Pipedrive, shares how the company approaches content, SEO, and growth — while competing against much bigger players.
The takeaway is simple:
Great marketing starts with the product, but it doesn’t end there.
Start With the Product (Then Build Everything Around It)
Before marketing, there’s the product.
Pipedrive’s positioning is clear:
They’re built for sales teams that want to close deals faster.
That focus shapes everything:
the messaging
the content
the tone of voice
the marketing strategy
Instead of trying to be everything to everyone, they double down on a specific audience.
Sales teams who want simplicity and results.
The Real Challenge: Getting People to Try the Product
Even with a strong product, growth isn’t guaranteed.
The hardest part is getting people through the door.
Why?
Because buyers today:
are more informed
compare multiple tools
take time to decide
expect value immediately
That means marketing has to do more than generate awareness.
It needs to build trust across multiple touchpoints.
Content Exists Across the Entire Funnel
One of the biggest misconceptions about content marketing is where it sits.
Many teams focus only on top-of-funnel content.
But at Pipedrive, content is used across the entire journey:
Awareness → educational content
Consideration → comparisons, use cases, case studies
Conversion → product-focused content, onboarding resources
Retention → help docs, community, education
Every piece of content has a job.
And that job is to move the customer forward.
Why Most Content Should Be Simple and Useful
B2B buyers don’t have time.
They want answers quickly.
That means content should:
solve a specific problem
be easy to understand
deliver value immediately
Will put it simply:
It’s not about what you want to say.
It’s about how the customer will react.
Perfection Matters Less Than Impact
Coming from a publishing background, Will highlighted a key shift.
In print, everything needs to be perfect.
In digital, speed and usefulness matter more.
That means:
don’t over-polish content
don’t delay publishing unnecessarily
focus on usefulness over perfection
Good content shipped today beats perfect content next month.
AI Is a Shift — But It’s Still Just a Tool
AI is one of the biggest changes in marketing right now.
But the approach is simple:
Treat it like any other tool.
The focus shouldn’t be on the technology itself.
It should be on how teams use it.
Practical applications include:
speeding up research
generating ideas
improving workflows
The teams that win will be the ones that adopt AI early and use it effectively.
Strong Brand Voice Comes From the Team
Maintaining a consistent brand voice across:
SEO
social
paid
out-of-home campaigns
isn’t easy.
Pipedrive’s approach is simple:
build a strong team
define clear guidelines
trust people to execute
Interestingly, their brand wasn’t created top-down.
It was codified from how the company already communicated.
Why Word of Mouth Still Wins
Despite all the channels available, one thing still stands out:
Word of mouth drives growth.
Most customers hear about tools like Pipedrive through:
recommendations
peers
colleagues
Marketing’s role is to support that with:
helpful content
clear messaging
strong onboarding
So when someone hears about you, they quickly see the value.
Turning Customers Into Advocates
Happy customers are your best marketing channel.
But most won’t automatically create content for you.
You need to:
build relationships
create mutual value
make it easy to share their story
Case studies, testimonials, and collaborations work best when they feel genuine.
Not transactional.
Key Advice for Marketing Managers
Will shared a few principles that apply across all marketing roles:
1. Leave your ego at the door
The best idea should win — not the loudest voice.
2. Focus on the customer
Always think about what they need, not what you want to say.
3. Be adaptive, not reactive
Marketing changes constantly. Stay flexible.
4. Build trust across the journey
Every touchpoint matters.
Final Thought
Marketing a great product isn’t easy.
Even when you know it works.
The real challenge is getting people to experience it.
That’s where content, SEO, and brand all come together.
Help the customer, build trust, and make it easy to take the next step.
William Sigsworth: LinkedIn
Suds Singh B2B Video Content Specialist London for Interesting Content, LinkedIn.
YouTube: https://youtu.be/hFIQ_aFsyco?si=SQeB1aeWOyxkgCHY
Spotify: https://open.spotify.com/episode/1eIOPdKSrYOOlt3N4DrOZt?si=r-PGOh5ZTb671oXdkujLLQ